 We know that video is the now thing. Welcome to the We Are Slam Show where you'll receive our marketing agency insights, best practices, and ideas to help your business grow. My name is Tyler Kelly. I'm the co-founder and chief strategist at Slam Agency. We're a small but mighty full service digital marketing agency with a focus to help marketing directors like you execute on your strategic vision for digital marketing. Now the purpose of this show is to help you level up when it comes to marketing strategy and execution. And today I'm gonna be talking all about how to level up when it comes to video marketing. Now, we know that video is the now thing. I mean, it's no secret. We've been talking about video for several years as an industry and we know that video works. Because it's more engaging, it's more memorable, and it's more popular than any other content format. And that's because as a human species, we are visual, okay? We love to be able to connect with somebody on the other end of the screen through the screen and to see ourselves in that person. And video is the way to make that happen for your target audience. So today I'm gonna share with you my favorite kinds of videos and how you as a marketing director can use them to captivate, motivate, and inspire people to action. Are you ready? All right, coming in at number seven is the highlight video. Now the highlight video is perfect for anyone that wants to showcase an experience through video. A lot of times this happens with conferences and events, which I know there aren't a whole lot of those happening right now. There might be in the fall, but it's a way to kind of convey an experience. So a lot of times we immediately think mega conference and all these really cool features and effects in this video that goes out either after the conference but then it's used again later in the year to sell tickets for the next year's conference. These are great ways to use a highlight video, but there's a few other ways you might be able to use a highlight video that you haven't thought about yet. Recently, we did a highlight video for a client that wanted to share the experience of the factory floor and all the capabilities that this client had in terms of manufacturing. They wanted to share this experience through this super upbeat hype video, this highlight video that just kind of showed all these aspects to their potential clients. So they couldn't always, especially right now, fly people into the factory and show them what they were capable of. So it's like, okay, let's show them what we're capable of, but let's do it in a video that really gets them excited. So the number six video is the FAQ video. I really love this for professional services, lawyers, accountants, doctors. In your industry, what you have is you have, you receive a lot of questions and typically these questions are gonna be asked over and over and over again. Now what you might have done in the past is you might have created an FAQ page on your website, on your firm site where you list out the questions and you provide a written answer. And that's great, but how many people actually take the time to go and hunt for that answer? As a matter of fact, they're probably, even if they are not gonna be doing that on your website. So the FAQ page, at least as we know it, really is not as appealing as it could be and as it should be. How should we use FAQ videos? Well, we use FAQ videos on YouTube. YouTube, as you already know, is the second most visited search engine. Now we would think, you know, typically YouTube is a social network. I beg to differ, YouTube is a search engine. This is where the power of YouTube comes into play. It's a search engine because people go there to search. They go there to find solutions to their problems and they wanna be able to see the solution rather than read the solution. And so an FAQ video is the perfect way to optimize the solution for that potential searcher. Now, if you don't know, search is an instant answer, right? If I go to search and I'm looking and I'm searching for something, I'm expecting an instant answer. The beauty of the instant answer is that you're able to provide an instant solution. That instant solution immediately pinpoints you not only as the thought leader, but as the provider of the solution that they're searching for and it's a match made in search. So do the FAQ video. Take all the questions that you get on a regular basis that you get consistently over time. Write out that question, ask it to your principal or create some sort of answer video where you answer the question and then throw that on YouTube, optimize it so that your audience will see it. That's the FAQ video. Number five is the explainer video. Now, an explainer video takes a new or challenging concept and puts it into words, that the market can understand or that your potential customer can understand. You're a potential investor could understand, right? And so this is an explainer video. A lot of times you see this on SaaS sites or startups where they are doing things differently. They're approaching the market or the pain point from a different angle. And so they have to explain how it is that they're doing it and why it matters, why it matters to the bottom line, why it matters to the customer, why it matters to the market as a whole. Now, a lot of times you're gonna see at least if we produce the explainer video, you're gonna see it animated. And that's because we believe animation is the perfect way to convey complex ideas. Number four is the tutorial or how-to video, which I'm a huge fan of. Remember we talked about YouTube. It's the second largest search engine. People go there to find instant answers to the problems that they're experiencing right now. You know, I go there a lot when I wanna figure out how to get something done around the house, when I wanna figure out how to overcome this technical challenge that I'm having with the piece of software. I go to YouTube first. Why is this? Because I don't wanna read through years of backdated blog post and forum entries. I'd rather just go through and find a few videos that work for me that tell me how to do whatever it is I'm trying to do. This is where the tutorial on how-to video comes in. It sets you up as the expert. Now, if it's something that's easy enough for me to do, as case in point in this show, a lot of times I share with you tactics that you can implement today right now. And that's great. I don't need you to call us to implement those tactics. But what I do know is that the more I give you the more that you receive, the more that I'll receive, whether it's through referral or just goodwill, right? And so I wanna give away as much as I possibly can. How does this play into the how-to video? Well, here's how. As you begin to get to that point to where you don't have the bandwidth, the time, or the experience, the knowledge, the capability to take it to that next level, immediately you're gonna know who to call. Immediately you're gonna know who the email because I've been helping you every step of the way get to this point. Some people say, I don't wanna give anything away. I want them to call me. I want them to hire me to do it. That's the wrong way to think about sharing knowledge. You never wanna think about it that way because if you keep your hands closed, anytime you're closed, there's no room for anything else, okay? So stop holding onto the information, let it go, let it flow, knowing that it will return to you, okay? So the how-to video sets you up as the thought leader. It gives the information that's needed for the person that's searching right here and now. And over time, they will continue to see you as that thought leader, as you continue to help them. And when the time's right, when they're ready to become your customer, they're gonna give you a call and they're gonna send you an email. They're gonna purchase that product. Number three is the brand story video. Now this is one of those highly produced, very well thought out video stories that typically what we'll do when we do a brand story video is we sit down with multiple stakeholders. We pull out the experience that they have with the brand and we help them articulate that through interviews, through a sit down interviews, typically eight to 10 hours of interviews go into a two to three minute video. And this is important because you can't just give somebody a list of questions and have them know the questions in advance and then all of a sudden, they come in and they're like a robot, they spot out the answers and then they leave. You can't create a emotional, powerful, inspiring, and captivating and motivating brand story video that way. So what we do is we invest the time in conversation. We invest the time in getting to know the stakeholders. We do this on camera and that becomes the foundation for a brand story video, a brand story video that's supplemented with B-roll and visual elements to kind of really convey that story visually. Think of it as a documentary. I'm sure you've seen this multiple times. The brand story video is a perfect way, nonprofits, to raise income. It's a perfect way to tug on those heart strings. We've done this many times and it's not an artificial or unethical thing. What it is is you're connecting your purpose with the viewer's purpose. When you make that connection, you have created and cemented a supporter and they will fund the mission. That's what it's all about. The brand story video, very impactful. Now, the number two video, my number two is something that you can do on your own. You won't need us or any other agency to do it or any other firm or video production company to do this. It's the testimonial video. And we've talked in previous shows how testimonials, social proof is important. It's super important to convey your credibility and your trustworthiness as a business. And testimonials are one thing. Reviews are one thing. But when you put that into video, then the end user, the viewer, they can see the person, a person that is like them, that shares common interests, that has similar challenges and they see and hear what they're saying about you. Nobody can speak about you better than a customer, a happy customer. So when you have these happy customers and I trust that you do have them a lot, most of the time, then what you need to do is you need to get them on camera. Ideally you bring them in, you ask them a few questions, you record it, okay? And so that becomes the basis of a testimonial video. If that's not possible, ask them to shoot a selfie video on their iPhone. This is fine. We just want to convey that this is a real person that has real things to say about your business. It doesn't have to be highly produced. An iPhone is fine. If they can't do that or they don't have the confidence to do the selfie video, ask them if you can have a conversation with them on Zoom and record it. Okay, we're all familiar with Zoom now. I know a lot of people have selfie lights right in front of their cameras or their laptops so that they can do the Zoom calls. Ask them to do a Zoom call. Ask them a few questions, record it and there you have it, a testimonial video. My second favorite video type. What's my number one? My number one is the teaser video, okay? Now this might come as a surprise because the teaser video, it's definitely like promotional heavy and I usually always say don't promote yourself or your services, especially in social media. The teaser video really is either an ad format. It's used in advertising or it's used in social media. It is exactly what it says. A teaser video is a video that teases some other form of content. Social media is the best place to do this. YouTube advertising, ideally these videos come from longer videos, you know, like if we do a brand story video for a client then we're gonna produce teaser videos for that client so that they can put those out on social media to capture people's interest and then to get them to come and watch the longer form of the video, the longer video. The thing is people don't have time to watch a five minute video on Facebook. They don't have time to watch a five minute video typically on Instagram. So what do you do? You put a 30 second teaser in there, you grab their attention, you invite them to come watch it on your site and over time you're gonna get more people to your site watching that video, okay? So that's how you use a teaser video and if we're gonna create it on the agency level we're gonna create multiple videos that will point back to one single piece of evergreen content. Now, Innovation City, this is a show that we do, We Are Slam, the podcast that you're watching and listening to right now. You'll notice if you check us out in our social media feeds that we're posting snippets from this show. So this show, it's probably been about 10 minutes that we've been talking here. Out of that 10 minutes it's maybe four or five clips that are 30 to 45 seconds or less that are able to be pulled from this larger piece and then promoted in social media. Gives you just enough to wet your appetite and to get you to want to come and watch more. And that's why I love the teaser video. So these are my top seven most favorite video types. These are all video types that you could be and you probably should be using if you want to level up your video marketing game and it's important, it's important because as we know, 88% of all online traffic will be video traffic, all online consumer traffic will be video traffic by the year 2022 and this is up 15 times from the year 2017. It's just outrageous. Here's the thing, Google said that six out of every 10 people prefer online video over television. So as a marketing director, think about that. Think about online video. It's not just the future, it's the now, okay? And we want to help you get there. Of course, we're a full service digital marketing agency and when it comes to executing in digital you can't execute in digital without a strong online video component and that's where we come in. So if you are a marketing director, small business owner, nonprofit director and you're looking to level up to introduce video into your marketing strategy or just level up the video that you're producing right now give us a call, go to slamagency.com click on the free consultation button and we'll be happy to connect with you in that regard. If you've enjoyed this show, do me a favor. If you're listening on a podcast network be sure to rate, subscribe and review, follow us on Spotify and if you're watching on either IGTV or Facebook let me know in the comments, give us a shout out. Thank you again for tuning in, I'll see you next week. Thanks for watching. If you like what you saw, subscribe and hit that bell, you'll be the first to be notified when new content goes live. After that, you can watch more videos from Slam Agency. We've picked something we think you'll love.